Cheltenham 2019

The brief

Create a distinctive visual identity for BetBright's Cheltenham Festival 2019 campaign that could be applied consistently across multiple marketing channels.

The campaign needed to capture the excitement of one of horse racing's biggest events while remaining recognisable as part of the BetBright brand.

Process

Concept & Exploration

I began by exploring visual elements associated with Cheltenham, looking for something that could form the foundation of the campaign.

The shape of the Cheltenham racecourse became the inspiration for a custom brandmark, creating a visual connection to the event that could be used throughout the campaign.

Visual Identity

I developed the racecourse-inspired shape into a flexible graphic device, incorporating BetBright's signature blue and a simplified, geometric style.

The shape worked as both a standalone brandmark and a mask for photography, allowing racing imagery to be integrated into the campaign in a distinctive and consistent way.

Motion & Animation

To bring the identity to life, I developed animations featuring jockey silks moving around the racecourse-inspired shape.

This introduced movement into the campaign and reinforced the connection between the visual identity and the racing itself.

Campaign Rollout

I adapted the identity across a range of digital touchpoints, including website banners, social media, promotional graphics and animated content.

The flexible design system allowed the campaign to accommodate different promotional messages, racing imagery and event updates while maintaining a consistent look and feel.